Tag Archives: Vine

The Power of Google in Social Media Marketing

Written by: Hannah Redmond
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Hannah.pixOn March 7, Google knew it was my birthday and served me a birthday Google Doodle. When I left work, my Android phone told me that it would take me 32 minutes to get home, that an Amazon package was waiting on my doorstep, and that a new episode of my favorite show would be on TV that night. I didn’t set up any of these alerts; Google just knew to tell me.

Since Google implemented a new design and Single Sign-On (SSO), requiring Google Plus accounts for all users, it knows what I search for (Google Search), where I’ve been/where I’m going (Google Maps), and what I buy (receipts in my Gmail). Google Plus ties this all together to create a database of information to deliver custom digital experiences.

As a user, I love this integration. It makes my life easier and makes running errands more efficient. And I am happy to let Google learn more about me and deliver these custom ads and experiences if it means that this wonderful service will remain free for users.

As a marketer, it’s exciting to think about how this will impact the work we do for our clients. Google is tracking loads of behavioral data on what consumers are doing online and offline every single day, creating an opportunity for incredibly innovative and targeted marketing.  For example, if we know that our target consumer is reading reviews of pet food during a lunch break, we could potentially send them a coupon when they’re about to pass by our pet food store on their way home.

Users’ experience on Google Search is becoming more custom, as well. Based on variables like a user’s connections, friends, search history, and location, Google Search results are unique. As a marketer, I want to give consumers a voice and a platform to publicly talk about and review my clients’ products and services to help insert them into more search results. I want to make sure our clients have a strong, optimized presence on all things Google – from Google Plus to YouTube – since Google social channels are the only social channels indexed in Google Search, unlike Twitter or Facebook.

Google is becoming a foundational platform on social, and the brands that win will be the ones who are harnessing its influence across platforms.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Google Spices Up Search Data with Nutritional Data
Google announced that users can type to ask the search engine questions about calories, carbohydrates and other information.  This means you can now ask how many grams of fat is in a banana or how many calories are in an egg, and the results show on a panel above linked results, similar to how Google’s calculator search works. The feature is live now.

FourSquare Testing Paid Promotions With NYC Small Businesses
Foursquare has started allowing a handful of local NYC merchants to promote their store listing within the service, meaning they will be able to target Foursquare users within the vicinity. Until recently, promoted listings were limited to large national merchants.

Twitter Releases Vine for Android
Twitter has released Vine for Android, bringing the 6-second video sharing service to Google’s mobile OS for the first time. The Vine app is available for Android smartphones now and is a free download for anyone running Android 4.0 or higher. The Vine app for Android arrives five months after it arrived on iPhone. It has managed to amass an impressive 13 million users on iOS alone.

Amazon Launches Online Grocery Delivery
Amazon has been quietly testing their online grocery business for years, and now it seems that they are ready to start rolling out the service in cities outside of their home territory.  Initial plans are to offer grocery delivery in Los Angeles, followed by San Francisco later this year. Depending on the success of the program, Amazon may expand to other urban areas in 2014 – some of which may be international.

Facebook Drops ‘Sponsored Stories’ As it Pares Down Ad Formats

Facebook announced today that it’s reducing the number of available ad products from 27 to less than half that amount over the next six months. One thing that’s on the chopping block is “sponsored stories,” as a standalone product.  The feature will be integrated into other ad offerings, it is not disappearing entirely.

Twitter Strikes Another Big Ad-World Deal With WPP
WPP Group has signed a global strategic partnership with Twitter meant to let WPP take advantage of Twitter data to inform more effective campaigns and enhance ad targeting. The company’s plan is to introduce new data products and services and to integrate Twitter data into WPP media and analytics platforms.

Google Adds Social Features to DoubleClick
Google has finally added new social capabilities to its DoubleClick online display advertising system, even as it faces new questions from the Federal Trade Commission over its growing dominance of the $36B U.S. digital ad market.  Google is incorporating social features made possible by the acquisition of Wildfire.  The new social marketing suite will allow advertisers to plug into the new version of DoubleClick to track the performance of non-paid social media campaigns such as polls and promotions along side display and search campaigns.

Global Social Media

Turkish Twitter Users Arrested
This week, several dozen Turkish Twitter users were arrested for allegedly spreading misinformation and making “libelous” comments on the microblog, as well as “inciting rebellion,” which may or may not refer to simply using Twitter to organize protests against the government. Up to 25 Twitter users have been detained by police, and 13 more are being sought.

Russia Today Hits One Billion Views on YouTube
Russia Today (RT) celebrated reaching one billion views on YouTube this week. The government funded broadcaster, which describes itself as an “autonomous non-profit organization,” launched a YouTube channel in 2007, as since then has delivered a range of video content including documentaries and interview-style programs. Russia Today has an engaged audience on YouTube. Compared to a traditional broadcast audience,  the audience accessing video on YouTube is younger and more technologically progressive. Because of this reason, RT is much more interactive.  Every video posted is meant to provoke a response.

Noteworthy Campaigns

Electric Car Powered by Social Media Rolls Across USA
An electric car fueled by social interaction completed a 1,000 mile journey from Kansas City, MO to Washington, DC yesterday. A group of 17 high schoolers and eight mentors left KC on May 31 in a restored 1967 Karmann Ghia to travel across the country. They were members of Minddrive, an educational non-profit program that uses hands-on projects to teach at-risk kids about math and science. The social good endeavor, dubbed the “social fuel tour,” was about social media and awareness. The car, rebuilt with an Arduino device that monitored social media activity, triggered the vehicle’s motor based on the number of tweets and posts about the project.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

LinkedIn Revamps Search
LinkedIn launched an upgraded search offering that unifies different categories and aims to help users sift through its trove of professional networking content more quickly and effectively. You no longer need to search for people, companies or jobs separately. You can type what you are looking for into the search box and you’ll see a comprehensive page of results.

Facebook Adds ‘Reply’ Option to Comments
Facebook announced it is rolling out a new feature to users can reply directly to comments left on their Page. The site is also prioritizing comments based on engagement – the most active and popular ones will surface to the top of your posts.

Facebook Opens News Feed to Targeted Brand Posts
This week, Facebook rolled out a new feature that lets brands target users for status updates that don’t appear on their brand Pages. The intent is to let brands target a subset of customers without alienating other members of its customer base. For example, a sporting goods brands could run a post appealing to basketball fans. While the post couldn’t appear on the brand’s Page, it would run in the news feed of fans who have an affinity for the sport. Other scenarios include a telecom carrier that wanted to target possible switchers rather than send a more general branding message to its overall fan population. Finally, the unit can be used for A/B testing of ads. A marketer can run two or more different messages and then see which works best.

Google+ Lets You Use GIFs for Profile Pics
Google+ announced this week that members can now use GIFs for their profile photos. The update comes just one week after Google added a search filter for GIFs and transparent images.

Global Social Media

Mobile Chat Apps Have Taken Over Twitter and Facebook in Japan and Korea
The rise of mobile messaging apps in Asia is challenging Facebook and other social networks for attention across the region. Line in Japan and Kakao Talk in Korea now rank higher than Facebook in terms of active users – 36 million and 19 million respectively. Neither Facebook nor Twitter is the top dog in China by virtue of the fact that both services are blocked. For now, Qzone is the reigning champ. It’s likely that WeChat will soon hit 400 million registered users this year, going head to head with Sina Weibo (China Twitter), but not overtaking it.

Twitter Snubs French Court Request For Information on Authors of Hate Speech
Twitter has failed to reveal the authors of anti-Semitic tweets after a French court mandated the company to do  so. The January ruling required that Twitter hand over data to help identify hate speech authors who live under the jurisdiction of French laws. The suit was filed by France’s Union of Jewish Students, who are now taking further legal action against Twitter for not complying. Twitter is appealing the original decision.

Noteworthy Campaigns

Steve Madden Launches Spring Campaign on Vine
Steve Madden is using Twitter’s Vine to promote a sneak peek of the new Spring collection and a one-day-only sale. The full blown ad campaign, a first for the new app, asked five NY photographers  to capture and showcase a different shoe style in Vine clips. The videos will be shared across the app, Facebook and Twitter and will promote a 30% off spring sale.  Watch it here.

12 Examples of Vine in Action

Written by: Tom Edwards
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By now you have most likely heard through the grapevine (last “vine” pun I promise) about Twitter’s new Vine app and it’s many pros & cons. Many call Vine the Instagram of video as it goes beyond static images by allowing for 6 seconds of context tied to pictures, motion & sound in the form of looping videos optimized to be shared.

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Twitter launched Vine on January 24th, 2013 and it has not left the top 20 in the app store since launch. Vine’s six second video loops are quick, lightweight pieces of content that are ideal for social sharing. Initially launched via a mobile app for iOS (Android app in development) this high-level version of an animated gif is quick & easy to capture. Just point your device, touch the screen and the app records up to 6 seconds allowing for starts & stops.

According to Tech Crunch, Vine (2.8% penetration) has taken an early lead over the likes of Viddy (0.5) & Socialcam (0.2). There is significant opportunity tied to short form video assets & social sharing as the same article referenced that 98% of overly active users shared photos whereas only 4% shared video.

With the recent changes announced by Facebook and the importance of visual content that drives engagement, having the opportunity to create short-form content may be a powerful tool for brands to consider.

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Vines can be a powerful addition to a solid content strategy. Whether it’s showcasing supplementary branded content or simply finding a relevant extension of your brand to highlight, Vine can provide yet another option to keep users attention.

Here are 12 examples of Vine in Action:

1) Drive awareness to an experiential event
BeatsByDre teased the opening of it’s SXSW Pill Clinic with this Vine.

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2) Share Unique Branded Experiences
Urban Outfitter’s SXSW alien teased via Vine

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3) Highlight Brand Advocates
Kid Robot highlighted a user’s Vine

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4) Pop-Culture Co-Creation in Action
Houston Texans merge their fans & brand with pop culture relevance

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5) Preview Products
Intel is leveraging Vine to preview technology

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6) Highlight a Cause
OKC Thunder highlighting a social cause via Vine

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7) Extend the Brand Persona
Trident is using Vine to extend the core attributes of their brand

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8) Preview with visual context
Warner Bros. promoting a movie with relevant context

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9) Share Important News
Kickstarter announces a record

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10) Drive promotional awareness
Sacramento Kings showcasing promotional items

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11) Leverage Vine for promotion
Regal Cinemas leveraged Vine as part of a promotional announcement

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12) Fan Appreciation
Chick-Fil-A show fans appreciation via Vine

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Be aware when leveraging Vine that there are issues with quality control, as the current version does not allow moderation. The focus should be less on community building & aggregation and more focused on creating content that is then distributed through owned channels.

Also note that it is important to determine the message that is to be conveyed and ensure that it ladders back to the core attributes and persona of the brand prior to just filming.

Follow Tom Edwards @BlackFin360

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Twitter Raises the Price of a Promoted Tweet to $200,000 Per Day
Twitter has enacted another price hike to its Promoted Trend product, raising the cost of the service to $200,000 daily. That is up from $150,000 before and is 2.5 times as high as its introduction price.  Assuming Twitter can sell a Promoted Trend per day, the ad slot would generate $73m per year in revenue.

American Express and Twitter Sync Up on True Social Commerce
Starting this week, American Express card members can link their Twitter accounts with American Express accounts and tweet specific hashtags to actually buy products on the microblog. At launch, card members who have opted in can purchase an Amex gift card, an Amazon Kindle Fire, a  Sony Action Cam, an Urban Zen bracelet, and a Microsoft Xbox 360. These products will be available through March 3 if they don’t sell out.

Facebook is Testing ‘Buy Tickets’ Links for Events
Facebook appears to be testing “Buy Tickets” buttons and links for event pages. Reportedly, these buttons are simply links to third-party sites at the moment, but it signals a possible deeper integration with the social network. Considering that Facebook has payment processing already in place, “Buy Tickets” could become part of Facebook Gifts. The feature is only showing up on Pages in Israel and The Netherlands currently.

Pay to Promote Your Friends’ Posts on Facebook
Facebook has let you pay to promote your own posts since September. For $7, the company promised, you can make a given post appear higher in your friends’ feeds. It was a controversial new revenue stream that critics feared would turn your News Feed into a rigged game – one in which we’d all start paying to level the playing field. There hasn’t be a lot of evidence of that so far. But that may change with social pressure to promote certain posts from friends. “If your friend is running a marathon for charity and has posted information publicly, you can help that friend by promoting their post to all of your friends,” a spokesperson told AllFacebook. The feature will be rolling out gradually to all users, and won’t be available to those of us with more than 5,000 followers and friends.

Global Social Media

Google Signs Deal to Launch New YouTube App on Free-To-Air UK Satellite TV Service
Expanding its online video services beyond the Web, Google has signed a deal with free-to-air UK Satellite TV service Freesat to add a dedicated YouTube app for customers, ensure they will be able to access millions of videos without the need for an additional device.

Latin America, Asia-Pacific Social Media Users Enthusiastic About Brands’ Activity
Internet users in Latin America and some parts of Asia Pacific heavily interact with brands’ social network pages, according to a recent study. 70% of Brazilian consumers are “very much” or “somewhat” likely to visit a brand’s social media pages regularly, along with 72% in Mexico and another 64% in Argentina. Users in Asia Pacific are also quite interested in brands’ social updates. 40% of consumers in India say they’d very likely check brand’s pages on a regular basis, with only 6% saying they were unlikely to do so. At the opposing end is Japan, where only 4% were very likely to interact with brands and a little more than half would completely ignore them.

Noteworthy Campaigns

Lipton Tea Targets Younger Demographic With Instagram Competition
Lipton Tea has launched an Instagram competition as it looks to target a younger demographic. The four week campaign, called “Liptagram,” comprises of a photo challenge in which users will be encouraged to tag their photos using weekly themed hashtags which promote Lipton’s core brand values, including #LiptonBrightness. The competition will run via a dedicated Facebook Page, where people can submit their entries and view other candidates’ photos. Winners of each challenge will be announced on a weekly basis, and a prize of an all-expenses-paid safari trip to Kenya, including a Lipton Tea plantation tour, will be awarded to the overall winner.

Taco Bell Announces Doritos Cool Ranch Taco Via Twitter’s Vine
Taco Bell is heralding its new Cool Ranch Doritos Locos Taco in a very new 2013 way: With a Vine. The fast food chain released Vine to get the word out about the item, which is available March 7.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Twitter Introduces Vine for iOS
This week, Twitter introduced Vine, an app that allows you to share six second looping videos on the platform and in embedded tweets. The app is simple, allowing you to tap the screen to record video and lift your finger to stop. Chaining these clips together allows you to create short sound-optional movies that can be shared on Twitter. Note that Facebook is not playing nice with Vine. The network is cutting off access to its “find people” feature. More on this here.

Facebook is Hoarding Its Social Graph and Cutting Off Competitors
In the past week, Facebook has prevented multiple services from using its Social Graph. It wants to keep its most precious data — knowing who people’s true friends are  — out of competitor hands.  It is utilizing a line in its platform policy that states, “Competing social networks: (a) You may not use Facebook Platform to export user data into competing social network without our permission.” Recently, Facebook has prevented voice-messaging app, Voxer, from utilizing ‘Find Friends.’ It also blocked Twitter’s new acquisition Vine (see story above) and new social search app by Yandex called Wonder.

Facebook Launches New Conversion Measurement
Facebook has launched a new conversion measurement this week, allowing advertisers to measure their return on investment of their Facebook ads by tracking user actions including registrations and shopping cart checkouts motivated by people seeing the ads. It allows marketers to track when someone sees an ad on one platform and then switches to another to make a purchase. The conversion measurement and optimization can be used on all Facebook ads and sponsored stories, as well as in tandem with targeting capabilities.

Global Social Media

Twitter is Opening an Office in Brazil to Compete with Google and Facebook
Brazil is social media obsessed: It’s home to more than 65 million Facebook users, more than 40 million Twitter users and 29 million users on Orkut (Google owned service). Facebook and Google have already planted their flag by setting up offices in the country – and now Twitter is joining the fray by opening an office in Sao Paulo, the country’s largest city. The move is highly tactical, as many Brazilians have been switching away from Orkut.

Noteworthy Campaigns

Coca-Cola Builds Social-Media Game Around Super Bowl Spot
Coca-Cola is launching a 60-second spot that depicts three teams trying to get to a giant bottle of Coke- and asks viewers to help them via social media. On Facebook, the beverage giant unveiled a teaser video for the spot it calls “Mirage.” The ad features three factions – bandleaders, cowboys and showgirls – racing through the desert in pursuit of a bottle of coke.  The ad closes with a cliffhanger as the groups realize the bottle was simply a sign. Another sign points them to “50 miles ahead.” In a twist reminiscent of the “Choose Your Own Adventure” series, consumers will sabotage competitors and choose who wins the Coke, ultimately choosing the 30 second spot that will air post game. “Mirage” will run through Super Bowl. Prior to the ad’s TV debut, consumers will be able to share the spot and vote for the group they want to win the Coke via CokeChase.com. Sharing content unlocks more content including 50,000 coupons from a free 20 oz. Coke.

Hawaii 5-0 Becomes the First TV Show to Have its Ending Determined by Twitter
The CBS procedural Hawaii 5-0 made history when it became the first TV show to have its ending determined by Twitter. The plot revolved around the murder of a teacher at Oahu State University, for which there were three suspects – his boss, his assistant and a disgruntled student.  The ending shown was determined by the number of votes received on Twitter for each character. And because the show was on twice – once at 10pm on the East Coast and once at 10pm on the West Coast – the outcomes were different.  Hawaii 5-0 became a Twitter trending topic the night the show aired.